Hyundai gets their Groupon
I admit it, I am a complete Groupon junky! At any given time I have 20 vouchers ready for use.
Hyundai realizes that people like me and millions of other hard working Americans use this incredibly popular site. Continuing to explore new and innovative ways to connect drivers and dealerships, 1,323 shoppers took advantage of Hyundai’s weekend-long Groupon promotion for a $29 oil change, inspection and tire rotation offered by 10 Chicago-area Hyundai dealers. Chicago-based Groupon uses collective buying power to develop daily deals on a wide range of consumer items in more than 500 markets around the world. This was the first-ever promotion by an automaker.
“We’re always looking for innovative ways to build dealers’ service business. Our Central Region team and a number of Chicago dealers recognized the power of Groupon to offer a compelling deal and generate new service leads,” said Brian O’Malley, general manager of Hyundai Motor America’s Central Region. “Based on initial response, we can clearly call the pilot program a success in driving traffic. If the long-term results are as encouraging as the initial data and dealers are supportive, we’ll certainly look at other ways to use Groupon in the future.”
The first-of-its-kind promotion by an automaker was piloted to test the level of acceptance, gauge interest from both Hyundai owners and non-Hyundai owners, and drive ongoing business to Hyundai service centers. The 10 dealerships participating in the trial averaged more than 130 new service customer leads each. As coupons are redeemed and appointments scheduled, Hyundai will track these customers to determine the promotion’s long-term benefit and share the results with Hyundai dealer organizations as a case study on innovative tactics to build business.